Social media adoption behaviour: Consumer innovativeness and participation intention

With the emergence of social media, the trends of selfies have become common across various social networking platforms as a distinctive way of self-presentation. It has aroused the interest of various scholars to comprehend the consumer adoption behaviour for social media. Thus, built on the innovation diffusion theory (IDT) and theory of planned behaviour (TPB) perspective, this paper developed a model to empirically test whether and how critical factors of consumer selfie-posting behavioural intention on social media affect behavioural intention and word-of-mouth to consequently enhancing their adoption behaviour towards social media to post selfies. The data were gathered from 353 young consumers who post their selfies clicked via smartphone on their social media accounts. The results revealed that consumer innovativeness and participation intention directly and indirectly affect consumer adoption behaviour for social media to post their selfies. Additionally, the study identified that among all critical factors, participation intention and perceived behaviour control have strongest influence on behavioural intention to post selfies followed by consumer innovativeness, attitude towards selfie-posting and subjective norms. The study contributes to the extension of TPB by adding participation intention and positive WOM, adoption of social media. This research validated the significant roles of consumer innovativeness, participation intention, positive WOM and intention to post selfies in predicting the adoption behaviour. Practitioners and marketers of social media sites can improve the usability and effectiveness of positive WOM and intention to post selfies to attract more young consumers.     

Consumer adoption of the Internet: The case of apparel shopping

The theory of reasoned action and components of a theory of innovation adoption were integrated into a model of consumer adoption of the Internet for apparel shopping. The hypothesized model included psychological factors (beliefs and attitude), social factors (social support and social acceptance), and prior experience to explain intention to purchase apparel via the Internet. A questionnaire was mailed to a random national sample of households. All hypothesized variables were significant. Prior experience with the Internet had the strongest influence on intention to purchase apparel through the Internet. © 2003 Wiley Periodicals, Inc.     

Understanding the Factors That Affect the Adoption of Innovative High-Technology Brands: The Case of Apple iPhone in Malaysia

ABSTRACT

The purpose of this study is to examine how innovation attributes, social influence, and perceived risk can affect technology brand adoption. The impact of innovation attributes, social influence, and perceived risk on iPhone adoption has been tested through series of tests (i.e., reliability, exploratory factor analysis, confirmatory factor analysis, correlations, multiple regression analysis, and moderation effect of gender). The sample consists of 134 Malaysian students. Results revealed the importance of relative advantage, trialability, and social influence as key constructs in adoption intention. The study also showed that gender of the consumer has no moderating effect on the adoption intention. Practical guidelines are provided to marketing managers on how to use those factors to increase the adoption of new brands among customers.     

Generalizations on consumer innovation adoption: A meta-analysis on drivers of intention and behavior

Previous research has shown that consumer intentions to adopt innovations are often poor predictors of adoption behavior. An important reason for this may be that the evaluative criteria consumers use in both stages of the adoption process weigh differently. Using construal level theory, we develop expectations on the influence of innovation characteristics across the intention and behavior stages of the adoption process. Using meta-analysis, we derive generalizations on drivers of intentions and actual innovation adoption behavior. The results show important differences across both stages. Consumers show higher levels of adoption intention for innovations that are more complex, better match their needs, and involve lower uncertainty. However, consumers are found to actually adopt innovations with less complexity and higher relative advantages. Adopter demographics are found to explain little variance in adoption intention and behavior, whereas adopter psychographics are found to be influential in both stages. These findings have implications for innovation adoption theory, for managers involved in new product and service marketing, and for future research on innovation adoption.     

A cross-country study of consumer innovativeness and technological service innovation

The current literature suggests that the concept of consumer innovativeness is universally applicable. Innovators are believed to be novelty seekers and risk takers independent of their national identity, and therefore to be attracted to similar characteristics of an innovation across most countries. However, research in intercultural marketing has shown that cultural norms and values have varying influences on the adoption of innovation, a finding that seems to contradict the assumption that the relationship between consumer innovativeness and adoption of innovation is universally uniform. This research investigates the effects of consumer innovativeness on attitude toward a service-based innovation across three European countries. The results of a multi-group structural equation modeling show that the relationship between consumer innovativeness and attitude toward innovation varies across the three dimensions of perceived novelty, perceived value, and perceived risk.     

Discussion of “Recognizing Ethical Issues: An Examination of Practicing Industry Accountants and Accounting Students”

Although the political and consumer consciousness has turned increasingly green, many firms continue to resist the adoption of environment-friendly technological innovations—even in the face of higher costs, negative health effects, and stricter government oversight. This article examines how business owners weigh the trade-offs associated with environment-friendly innovations by examining the role of prosocial motivation in their decision-making process. We use primary data to overcome a common restriction in studying environmental innovations—the scarcity of relevant data—to analyze how business owners’ expectations, perceptions, and motivations affect innovation in organizational processes and, consequently, the level of environmental friendliness of their products or services. We found that prosocial motivation had a significant negative impact on innovation adoption and that it is expressed differently under high and low levels of customer compatibility—possibly because business owners have a larger number of competing social objectives and priorities. Our results further showed that the innovation’s ability to satisfy downstream customer demands has the greatest impact on environment-friendly innovation adoption decisions by business owners. This study enhances our understanding of how business owners make innovation decisions based on competing business, environmental and social objectives and provides a foundation for future research in this area.     

Critical factors characterizing consumers’ intentions to use drones for last-mile delivery: Does delivery risk matter?

Uncrewed Aerial Vehicle (UAV), commonly known as a drone, has become popular in military and recreational circles. Although their usage in commerce is relatively low, a continuous rise in commercial use, especially for last-mile delivery, in the future is anticipated. Consequently, there is a necessity for a greater understanding of consumers' readiness to accept the latest technological application to increase knowledge, business, and managerial practice. Specifically, this study aims to investigate consumers’ intentions to deploy drones for last-mile delivery. The study applies the social cognitive theory and the model of goal-directed behaviour. It investigates the effect of outcome expectancy, lifestyle compatibility, perceived self-efficacy, consumer attitude, and the desire of usage for delivery drones among European millennial consumers. Additionally, it examines whether delivery risk moderates the influence of attitude and desire to use delivery drones. The authors discovered that the aforementioned are positively related to consumer attitude. Consumer attitude as such is positively associated with the desire and intention to use this method of delivery. Furthermore, the intention to use drone delivery is positively influenced by the desire for this delivery, outcome expectancy, and lifestyle compatibility. These findings indicate the importance of desire and lifestyle compatibility as predictors. At the theoretical level, the results support the perspective that social cognitive theory, together with the model of goal-directed behaviour, is an adequate framework to account for consumer intentions.     

Antecedents of intention to use CUSS system: moderating effects of self-efficacy

The current research attempts to examine the antecedent factors of personal innovativeness, switching costs, and switching barriers affecting flight passengers’ attitude toward the common-use self-service (CUSS) usage which in turn affects their behavioral intention. This research also tests the moderating effect of self-efficacy on the relationships between the antecedents and attitude toward CUSS usage. The results from a survey of 523 respondents from the Taiwanese Taoyuan International Airport indicate that the antecedent factors of personal innovativeness and switching barriers have positive and negative influences, respectively on attitude toward CUSS usage which in turn positively affects the behavioral intention. In addition, self-efficacy plays an important moderating role on the relationships between switching barriers and switching costs on attitude toward CUSS usage. In this article, personal innovativeness is investigated on affecting consumer behavior in the acceptance of IT related innovations. Implications for future research are discussed and limitations noted.     

The effects of consumer perceived value and subjective norm on mobile data service adoption between American and Korean consumers

The effects of consumer perceived value and subjective norm on using mobile data services between American and Korean consumers were examined to explain the differences and similarities in consumer mobile data service adoption behavior in this study. The antecedent effects of four dimensions of consumer perceived value showed different behavioral intention to use mobile data services between the two countries. Emotional value was found to be the most significant effect on using mobile data services for consumers in the two countries. Subjective norm was a significant antecedent of attitude and behavioral intention to use mobile data services for American consumers, but it was not evident for Korean consumers.     

Usefulness,Enjoyment, and Self‐Image Congruence: The Adoption of e‐Book Readers

One challenge when launching new technologies is to overcome consumer resistance to change so as to accelerate market acceptance. This is the case of e‐book readers. The present study investigates individuals’ perceptions of the utilitarian and hedonic values of such devices and their congruence with self‐image as determinants of adoption. Additionally, consumer profile and familiarity with the new technology as a whole influence individuals’ perceptions of this particular technology and its congruence with self‐image. Findings show that perceived enjoyment and self‐image congruence complement perceived usefulness in forging a favorable attitude toward e‐book readers and adoption intention, and that knowledge proves essential in the adoption process. Moreover, people highly involved with reading tend to perceive e‐book readers as useless, which hampers their adoption.     

The CSR's influence on customer responses in Indian banking sector

In the face of growing attention to corporate social responsibility (CSR) activities in the marketplace, this paper seeks to demonstrate how corporate social responsibility (CSR) initiatives influence customer purchase intention in context of Indian retail banking. Further, the impact of awareness as a moderating variable between CSR and purchase intention has been examined. The conclusion drawn from this study have important implications for Indian banks as they suggest that building a socially responsible image might have a favorable effect on consumer purchase intention. Findings suggest that corporate ability has a strong effect on customer purchase intention while CSR activities were found to exert influence on customer purchase intention in cases where the customer was aware of such activities being conducted. This paper contributes to existing CSR literature by offering a deeper understanding into CSR dynamics and its effect on consumer purchase intention. Further, the study tests the level of consumer awareness of CSR activities in a real market situation (not artificial or simulated) which has not been done in previous studies.     

A cross‐national investigation of trait antecedents of mobile‐banking adoption

Although there is a near agreement in the literature on the main predictors of consumers' attitudes toward technological innovation, the potential ways through which personal traits and national environmental differences contribute to significant variations in mobile‐banking adoption have received limited attention. Based on insights from innovation adoption and personality research, this study tested a model of mobile‐banking adoption using data from a developed and a developing country. Survey data came from a sample of 1,340 participants from the United Kingdom and Ghana. The results indicate that intrinsic traits are stronger in explaining consumers' attitude toward mobile banking in Ghana than in the United Kingdom. However, no significant variance between the two countries was observed with regard to the mediation effect of consumers' attitude on the intention to use mobile banking. The practical and theoretical implications of this study are discussed.     

Identifying the critical factors of customer behavior: An integration perspective of marketing strategy and components of attitudes

The purpose of this empirical study is to operationalize the relationship of green marketing's influence on consumer attitudes via the mediating role of marketing mix towards green products to validate the proposed research model in the Taiwanese context of explaining consumers' willingness to be environmentally friendly. The model is based on structural equation modeling (SEM) from data collected from 977 online consumers. The findings revealed that green consumption intention was significantly and indirectly driven by attitude to green products. Additionally, the effect of perceived quality on marketing mix and consumer willingness in environmental concern is both significant and positive. However, when a restaurant has high consumer social responsibility (CnSR) for marketing mix, the consumer attitudes of cognitive, affective, and behavioral model (C-A-B model) is less effective. These findings have contributed to the revival of the theory of planned behavior (TPB) and offer a comprehensive understanding of consumer attitude, consumer social responsibility, marketing mix and perceived quality impact that a restaurant has on the ability to raise consumer willingness to purchase green products or food. We provides valuable suggestions to marketers to design from the perspective of green marketing policies and strategies in order to accommodate Taiwan's indigenous green restaurants.     

The adoption of direct banking services

The adoption of new products and services is of increasing importance to many industries. This is especially so for those organisations that are marketing technological innovations. In this paper a model of the perceived innovation attributes and the personal characteristics of adopters and non‐adopters was developed, based on literature and consumer research. These are then tested using a questionnaire concerned with the UK market for direct banking services. The results are presented in detail which indicate that the model presented is an excellent predictor of adoption behaviour. From these results a number of interesting implications have been highlighted for marketing practice.     

商店忠诚、自有品牌态度及其购买意向的关系研究——消费者交易倾向和产品社会可见性的调节作用

文章探讨商店忠诚、自有品牌知识对自有品牌态度的影响,以及自有品牌态度对购买意向的影响,并考察消费者交易倾向和产品社会可见性对上述关系的调节作用。研究发现,自有品牌知识和商店忠诚对自有品牌态度都有正面作用,交易倾向正向调节自有品牌知识对自有品牌态度的影响,负向调节商店忠诚对自有品牌态度的影响;自有品牌态度对自有品牌购买意向有正面作用,产品的社会可见性负向调节这种影响作用,质量易评估性的调节作用缺乏显著性。     

Examining the context-specific reasons and adoption of artificial intelligence-based voice assistants: A behavioural reasoning theory approach

AI-based voice assistants are some of the most popular consumer products of artificial intelligence technology. This study investigates the influence of the reasoning process on overall consumer attitudes and adoption intentions towards AI-based voice assistants. Behavioural reasoning theory was applied to hypothesize relationships between values, context-specific reasons, attitudes, and adoption intention. Partial least squares structural equation modelling was used to test the research model and hypotheses using data from 550 potential consumers in India. This research suggests a positive influence of consumers' ‘reasons for’ on their attitude and adoption intentions towards AI-based voice assistants, as well as a favourable impact of consumers' values on ‘reasons for’. This study discovered that ‘reasons for’ and ‘reasons against’ are not only opposites but are entirely autonomous and have an independent impact on consumers' attitudes towards AI-based voice assistants. This research improved our understanding of AI-based product adoption by identifying the paramount role of consumers' values and the ‘reasons for’ and ‘reasons against’ in shaping their attitudes and adoption intentions towards AI-based voice assistants.     

Consumer Adoption of Mobile Internet Services: An Exploratory Study

This study provides a framework that captures the antecedents of mobile internet adoption and the willingness to pay for such service. The theory of reasoned action and components of a theory of innovation adoption were integrated into a research model of consumer adoption of the mobile internet. The hypothesized model included service quality perceptions (fixed internet and mobile technology service), beliefs about mobile internet, and individual difference variables to explain intention to adopt mobile internet. An online questionnaire was used to gather data. The results showed that beliefs and quality perceptions play a significant role in influencing intentions to adopt mobile internet. In particular, beliefs about mobile internet are positively related to the adoption; quality perceptions of fixed internet are found significant to negatively influence adoption intentions, but positively relate to willingness to pay for using mobile internet. Mobile service usage, and peer influence are found non-significant to influence adoption intentions. Fixed internet usage was found negatively affect adoption intentions. Computer skills, knowledge of mobile internet and career mobility are all found positively related to the adoption. In addition, innovation driven consumers are more likely to adopt mobile internet, and intention to adopt plays an important role in shaping actual mobile internet use. Implications of results and directions for future research are examined.     

Mobile payment apps filling value gaps: Integrating consumption values with initial trust and customer involvement

This study aims to understand the consumption values that positively influence the adoption of mobile payment apps (MPAs). The theory of consumption values and two more constructs, initial trust (INT) and customer involvement (COI) are used to create a model tested using structural equation modeling with data collected from 880 Indian consumers. The results obtained from the analysis identified functional (FUV), conditional (COV), epistemic (EPV), and emotional (EMV) values having a significant positive impact on MPA adoption intention. While INT mediated all consumption values, COI positively moderated the relationship of FUV, EPV, and EMV with adoption intention. The critical contribution is using INT and COI to test the mediating and moderating effect utilizing the theory of consumption values. It explains factors contributing directly and indirectly to MPA adoption intention. The study results demonstrate that all consumption values except social value (SOV) positively influence MPA adoption intention. The cross-sectional data was collected during the pandemic from the urban population, which may not be generalizable with other developed nations. The study suggests that promoters of MPAs must focus more on FUV, COV, EPV, and EMV. Governments can promote MPAs with an increased focus on building trust through policy measures and special drives to increase trustworthiness in MPAs. Businesses could increase efforts to involve customers when introducing MPAs and collate critical information from customer touch points for improved consumer involvement. Through greater usage of MPAs, governments can substantially reduce the cost of printing and handling currency bills, saving taxpayers’ money and diverting it to social spending.     

The changing consumer in the UK

For the UK, the 1980's was Margaret Thatcher's decade; the 1990's may be the decade of Europe. Thatcher's policies and her philosophy still have an impact on social and economic life. An examination is made of demographic changes, economic development, changes in consumption, changes in social attitude and changes in marketing channels that are taking place.Wealth has become more evenly spread throughout society although the bottom is worse off. The UK consumer is becoming more cosmopolitan with increased preference being shown for food and drink from mainland Europe. Another shift is towards increased amounts of both time and money being spent on leisure and in the rapid adoption of new classes of consumer good. There is evidence of the “greening” of the economy but individuals only seem willing to take individual action to “green” their lifestyle for a financial incentive.     

手机依赖和信任对消费者移动口碑接收的影响研究

本研究从移动口碑信息接收者的视角,在理性行为理论、媒介依赖理论和信任理论基础上,构建消费者移动口碑接收意愿的影响模型。研究结果发现,信任对消费者移动口碑接收意愿具有显著的正向影响,并通过情感态度对消费者移动口碑接收意愿产生间接影响。手机依赖对消费者移动口碑接收意愿没有显著影响,但通过情感态度对消费者移动口碑接收意愿产生间接影响。